Banks tap into running boom with fitness-linked products

People run in a group at a park along the Han River in Seoul in this June 2024 photo. Newsis

As the number of Koreans who run for fun has reached 10 million, commercial banks are trying to take advantage of the recent boom in the activity's popularity to attract new customers by offering runners higher savings rates and other financial products, industry officials said Monday.

Up to one-fifth of the country’s population now claim to run for fun, a figure that cannot be overlooked, according to officials.

Major banks here have already rolled out tailor-made campaigns or plan to do so in the coming months.

The country’s largest lender, KB Kookmin Bank, plans to launch the “KB Star Health Savings” account, which is linked to a health app and offers an annual interest rate of up to 6 percent based on step counts.

The bank also plans to host a marathon, possibly in April or May, with a target of 5,000 participants.

“After considering the marketing effect, the envisioned marathon is noteworthy, as financial companies have typically been sponsors of running events, not hosts,” an employee at a local marketing company said.

Shinhan Bank was the first in the industry to launch a running-themed campaign in December 2025.

It introduced a savings account that offers a 1 percentage-point preferential interest rate to customers who complete a running event and submit a certificate, allowing them to earn a maximum annual rate of up to 6.6 percent.

Hana Bank is developing an account that gives customers higher interest rates when they submit race results. The product is expected to debut in the spring, marking the start of the year’s racing season.

Industry officials said running-themed campaigns are likely to continue gaining ground as the activity is associated with globally recognized environmental, social, and corporate governance (ESG) principles.